YolanDa’s Band Jam and the Drake YolanDa Award
YolanDa Brown is the UK’s premier jazz saxophonist, broadcaster, philanthropist and two time MOBO winner whose eclectic fusion of jazz, reggae and soul has garnered praise across the world. She is the chairwoman of UK’s largest music education charity Youth Music and a celebrity ambassador for many other charities including the Prince’s Trust, Children and The Arts, World Child Cancer. As a musician she has toured with a number of jazz, soul and reggae heavyweights including Jools Holland, Billy Ocean and The Temptations amongst many others. The Drake YolanDa Award is a new music prize for emerging artists launched in February 2019 by YolanDa Brown and philanthropist James Drake. Celebrating the diverse music talent across the UK, the £30,000 award was launched to support the careers of ten emerging musicians working across all genres except classical.
What they wanted us to do
Midas PR was appointed to launch the new Drake YolanDa Award and to deliver a high-profile brand building campaign around YolanDa herself and her new CBeebies show YolanDa’s Band Jam. Midas was briefed with creating buzz around the prize and encourage engagement across all media, the general public and potential applicants for the award. We were assigned to generate a vast array of coverage that showcased the diverse number of young UK talent the award was founded to nurse. In addition to this, we were appointed to create contextually rich coverage around YolanDa Brown herself as one of the leading arts and culture philanthropists and musicians in the UK and formulate coverage that went beyond the music pages.
How we did it
Midas worked to deliver an integrated, coordinated audience-led campaign that focused on building awareness of the Drake YolanDa Award and YolanDa Brown herself. For the Drake YolanDa Award, the strategy focussed on three key moments: the announcement of the prize, winner announcement and the award ceremony. The media campaign was segmented to highlight each of the shortlisted artists in order to deliver maximum exposure. Coverage spanned news, interviews, features and beyond. For YolanDa Brown’s profile building campaign, we worked closely with YolanDa to create a dynamic campaign that was relevant and newsworthy. Using YolanDa’s Band Jam as a starting point, we generated a diverse range of coverage across all media by creating a campaign that was contextually vibrant, thought provoking and joyous.
What we achieved for them
Midas secured 65 pieces of coverage in total with an audience of 320 million individual readers. Overall, we secured 5 pieces of national print newspaper coverage, 13 pieces of regional coverage, 24 pieces of broadcast coverage, 18 pieces of digital coverage and 4 newswires also published the shortlist announcement for Drake YolanDa Award. Media highlights include Financial Times, I Newspaper, Evening Standard, The Sunday Times, The Times, BBC News, BBC 4: Sunday, Press Association, BBC Radio 4 – Saturday Live, BBC Radio London, BBC Radio 2: Sunday Morning, BBC Radio 5 – Afternoon Show, Sky News, The Big Issue and Monocle.
“Brown continuously strives to push boundaries, not only in her music – an unusual blend of reggae, jazz and soul – but also in her education work.” Financial Times
“Her ‘can do’ attitude makes her a powerful advocate for the power of music to improve the life chances of young people.” I Newspaper
“breaking down genres is what Brown is all about.” Evening Standard